“English in Japanese and Philippine Advertising: An Exploratory Comparison”

Abstract: The use of English is often presented in advertisements that primarily do not target English-reading clientele in Japan or the Philippines. This paper explores the functionality, characteristics and acceptance of English found in localized promotion. First, various media sources from each country were compared to determine the percentage of promotions that exhibited English and how it was utilized. A survey regarding the acceptance and perception of English in these promotions by the consumer was conducted. In Japan, 96% of the advertisements and 42% of store fronts contained English words. In the Philippines, over 99% of advertisements and store fronts contained English. The survey revealed evidence that English in Japan and the Philippines promotions are well received. In Japan the majority considered the use of the English language as either an exotic marketing strategy for the local consumer or as strategy for how local businesses show globalization. However, in the Philippines the use of the English language was viewed as a way to encourage international investment and attract business into the country.

Citation

Holmquist, John P. & B. Andrew Cudmore (2013). English in Japanese and Philippine Advertising: An Exploratory Comparison. The Journal of Global Business Management, 9(1).

International Journal of Marketing Studies

“English in Korean Advertising: an Exploratory Study”

Abstract:The use of English language names, titles, and catchphrases are often presented in advertisements that do not necessarily target English-reading clientele in South Korea. This paper explores the functionality and characteristics of English text found in Korean promotion. This was a multistep exploratory study of the use and acceptance of English in Korean advertisements. First, various Korean media sources were scrutinized to determine the percentage of promotions that exhibited English and how it was utilized. Second, a survey regarding the acceptance and perception of English in these promotions by the Korean consumer was conducted. Third, a vocabulary test of the most common English descriptive words utilized in Korean magazine advertisements was given to Korean business students. It was determined that 59.5% of the advertisements contained English words. The survey revealed evidence that English in Korean promotions is well received with the majority agreeing that the English language is novel or exotic. The twenty most commonly found English words presented in Korean magazine advertisements were only understood 58.5 % of the time by the

business college students surveyed. This study shows that international and native Korean firms are having success in the Korean market by using marketing that integrates English has a means to show style and appeal to the Korean customers. The findings suggest that the Korean consumer finds the use of English to be appealing regardless of their comprehension of the language itself.